Making a (Re)Introduction

Standing out from the crowd is easy when you know how.

But decades of playing defense on critical policy issues had taken their toll on the life insurance industry’s leading trade association. New leadership at the American Council of Life Insurers (ACLI) offered an opportunity to position the organization as the leading voice of not just life insurance companies, but the policyholders they serve and a purveyor of financial security. ACLI sought out Adfero’s expertise to re-establish its reputation and credibly show policymakers how the life insurance industry could be an ally in creating a positive impact on society.

To proactively reframe the narrative about the life insurance industry, Adfero developed a positioning guidebook and comprehensive messaging platform to outline ACLI’s stance on key social issues. This guidebook details how ACLI should communicate with different stakeholders—whether that’s reporters or Members of Congress.

Adfero worked closely with ACLI to craft authentic and meaningful core messages that boldly realign the industry with societal values like financial wellness and retirement security.

To amplify these messages and reinforce ACLI’s position as a leader in the conversations, Adfero also ran a month-long sponsored content campaign and organized background interviews between ACLI’s CEO and reporters.

This integrated communications effort reintroduced ACLI to industry leaders around the Beltway. As a result of the campaign, Adfero successfully increased conversation around ACLI’s key policy issues on digital platforms, earning a 16.45% engagement rate on social and a nearly 2% increase in relevant conversations once the campaign began. During the campaign, ACLI was in the top 20 influencers of social conversation surrounding the identified societal needs. The effort also prepared ACLI to proactively respond to and advocate for legislation important to their members and stakeholders.